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Medallia User Guide

January 2014

0 CONFIDENTIAL Copyright Medallia, Inc. All Rights Reserved. Medallia User Guide

This document contains confidential and proprietary information of Medallia, Inc. Use of this document and its contents is subject to confidentiality

requirements between Medallia and Marriott International Administrative Services, Inc. and the the contents of this document (including screen shots

or UI) may not be disclosed to any person who is not an employee of Marriott International. This document may only be used in connection with use of the

Medallia product. Further, the application referred to in this document is confidential and may not be used or accessed by any non-employees of

Marriott International organization unless otherwise authorized.

Table of Contents Introduction……………………………………………………………………………………………………………………………….2 Dashboards ……………………………………………………………………………………………………………………………3 Navigating the System………………………………………………………………………………………………..……………4 Export & Print…………………………………………………………………………………………………………….………………5 Bookmark……………..……………………………………………………………………………………………………………………6 Filters………………….………………………………………………………………………………………………………………………7 Responses…………….………………………………………………………………………………………………………………….12

Alerts………………………………………………………………………………………….……………………………………………30 Satisfaction…………………………………………………………………………………………………………………………….36

Social Media …………………………………………………………………………………………………………………………..39 Ranker……………………………………………………………………………………………………………………………………..49

Problems…………………………………………………………………………………………………………………………………50 Text Analytics………………………………………………………………………………………………………………………….52 Profiler……………………………………………………………………………………………………………………………………. 60

Resources……………………………………………………………………………………………………………………………….61 Sampling Disposition……………………………………………………………………………………………………………..62 Appendix………………………………………………………………………………………………………………………………..63

1 CONFIDENTIAL Copyright Medallia, Inc. All Rights Reserved.

Medallia User Guide

Introduction to Medallia How Medallia Works Medallia is a customer satisfaction system that has been customized for Marriott International. The reporting system is a web-based application that allows users to see aggregate views or individual detailed responses of the GSS survey response data, ESS survey response data, and Social review and network data. The reporting application is updated in real-time which allows users to view current data at any time. Reporting in the Medallia system is presented in several modules, or reports, each focusing on certain information. The application has been customized to include the following modules: Dashboards View custom modules and performance reports. Responses Search and view individual surveys and social reviews, including

verbatim comments. Satisfaction Analyze aggregate GSS survey and Social satisfaction data and

scores. Social Media Assess social scores and ranking against competitors within

market Ranker Benchmark performance of properties against brand/continent and

sorts according to ascending or descending scores.

Problems Investigate detailed problem incidence, severity, and resolution Text Analytics Understand which topics within comments have the most impact on

your overall satisfaction Profiler Identify segmentation and demographic of property guests Resources Access training material and documents Sampling Disposition Search detailed information of sampling guest records from

each feed source


Medallia User Guide

Dashboards Report After logging in to guestVoice, Dashboards is the first tab viewed after logging in. It provides a quick overview of GSS and Social key performance indicators over time and contains links to the other reporting tabs.

•  Announcements •  YTD GSS and Social Media Metrics •  GSS Performance by Tracking Period •  Alert Tracking •  Top 3 GSS and Social Media Opportunities (YTD) •  GSS Key Priorities (%9-10) •  GSS Problems - % Experience a Problem and Top 5 Major Problems (YTD) •  Recent GSS Survey and Social Reviews Responses


Medallia User Guide

Dashboards Overview

Navigate through the tool to the different reports by using the tabs at the top of each report (selection highlighted in blue). Within each report, the available formats (Filter, Form, Table, Graph, etc.) are shown beneath as sub-tabs. Click on the desired selection to have the data displayed in a different format. 1.  Access Reports

•  To access a specific report, click on a the report tab (e.g. Responses, Profiler, etc.) that is located at the top navigation bar found at the top of every page. While viewing one report screen, go directly to another report by clicking on the tab in the navigation bar.

2.  Change View with Filter Options

•  Filter the data by selecting options from these drop-down menus. After selecting a filter option, hit the Run button to initiate the filtering.

•  The Reset button changes all filters back to their default settings. •  The filter values set will remain set when navigating through the application to

other reports. Modify the drop-down selections and hit Run again to change the filtering.


Medallia User Guide

Navigating the System

Export or Print Print any of the reports or graphs simply by clicking on the Download button and selecting Print. The report can also be exported as a pdf or excel ( Response - Filter, Satisfaction - Table, Ranker, Profiler – Table only) through the Download button. If there is difficulty printing the colored data from the Response Form, please check that background printing is enabled for the printer. In Internet Explorer, this setting can be found under the “Tools” menu in the toolbar at the top of the browser window. Select Internet Options, click on the tab for “Advanced, and check the box for “Print background colors and images.” *Confidential: Please remember that these surveys are confidential and any distribution or retention of the surveys should adhere to the strictest precautions.

CONFIDENTIAL Copyright Medallia, Inc. All Rights Reserved. 5

Medallia User Guide

Export & Print Reports

Medallia User Guide CONFIDENTIAL Copyright Medallia, Inc. All Rights Reserved. 6

GSS/Social Property reporting and ESS Property reporting are separated into two different workspaces. To access ESS Reporting, click “GSS /Social Property” in the upper right hand corner. Select “User Role” then select “ESS Property” in the drop-down. The ESS Property Dashboard should appear.

To navigate back to GSS/Social Property reporting, simply press “ESS Property” then “User Role” and finally “GSS/Social Property.”

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Medallia User Guide

Export & Print Reports

Bookmarks Save any reports or graphs by clicking on the Bookmark button. Name the report and press Save to bookmark all filter settings. To return to this report by going to the Bookmarks drop-down menu and clicking on the saved report. Bookmarks are set at the individual user level and not shared with other users.


Medallia User Guide

Bookmarks

The data can be “sliced and diced” in any report by using filters. Filtering options for each report are in the drop-down menus at the top of the report, below the navigation menu.

Filter Options The Left-hand filters in the Marriott program are as follows: •  Continent, Region, Brand, AVP, Regional Primary, Hotel Type, Hotel Generation,

Comp/Non Camp, Owner Type, Owner, Management Company, Property – As a property user, the left hand filters are automatically selected to your property within the hierarchy of Marriott International. Filters are set to default to property for property users and can not be changed.

The Right-hand filters in the Marriott program are as follows: •  Timeperiod – View data for responses from a given timeframe. Select from preset

options or use the “Custom Time Periods” option to create a specific time frame.


Medallia User Guide

Filters

•  Reporting Date – Select the reporting date to view the data •  Response Date – Date survey or social review submitted •  Arrival Date – Guest arrival date or date social review submitted •  Departure Date – Check-out date or date social review submitted

•  Feedback Type – Select the type of feedback to view •  All Feedback – GSS Survey, social media, and review site data •  All Surveys – GSS survey data only •  All Social Media – Review Site and Social Network sites •  All Review Sites – Social Review Sites only (e.g. TripAdvisor, etc.) •  All Social Networks – Social Network Sites (e.g. Facebook and Twitter)

*Individual social sites are listed to view data only for that site

•  Guest Subgroup/Guest Subgroup 2– View data for select customer segments that are tracked through the survey. For example to view data for PLATINUM rewards members that experienced a major problem, select PLATINUM in the Guest Subgroup filter and Major Problem in Guest Subgroup 2 filter and hit Run. All data for platinum members that experienced a problem will be displayed.


Medallia User Guide

Filters

•  Columns – (Available for Satisfaction – Table, Profiler) To segment customers or view data in specific groups, utilize the columns. For example, when Rewards Membership is selected, the data is displayed by Basic, Elite, Silver, Gold Platinum, Non Reward columns.

•  Benchmark – (Available for Satisfaction and Profiler Tables) Compare scores of

against aggregate score of hotels in your Brand/Continent or against the performance of your hotel at a previous timeperiod.


Medallia User Guide

Filters

•  Calculation – (Available for Satisfaction and Profiler table) Select the calculation to apply to the data through the Calculation dropdown.

•  GSS %9-10 | Social Average: Calculates % 9-10 GSS questions and/or average for Social questions



•  Average: Calculates average of GSS questions and/or Social questions

•  Score Filter – (Available for Responses Filter) Filter individual survey responses by specific scores ranges. For example, in the screenshot below, filter for survey responses with Maintenance and Upkeep with scores of 7-8.


Medallia User Guide

Filters

Alert Filter – (Available for Responses Filter) Filter individual survey responses by type of Alert (e.g., GSS or Social) and alert status (e.g. “New,” “In Progress,” “Overdue,” etc.).

Topic Filter and Topic Filter 2

–  Allows you to filter your results by a main parent (e.g. Beds/Bedding) or child sub topic (e.g. Beds/Bedding – Cleanliness, Beds/Bedding – Comfort, etc.)

–  If using both category filters, allows you to filter your results by two child topics, two parent topics, or one parent or one child topic

•  Custom Query - Custom queries is available on most survey questions, organizational information, and some system fields in the Medallia database that are not readily available in the dropdowns


Medallia User Guide

Filters

Search Box Filter

In the Search box, search for any word that appears in a comment. For example, by entering in the word “breakfast” into the search box and hitting Run, all comments containing the word “breakfast” will be displayed.

The Responses report is a tool for searching and viewing individual GSS survey and social reviews. It is also used for managing alerts as discussed further in the Alerts section. Click on the Expand link to see more of the verbatim comments.


Medallia User Guide

Responses

Responses Filter From the Responses Filter view, access the individual survey responses for any respondent simply by clicking on the name of the respondent or any part of the line with the respondent’s name. The feedback type of each response is indicated by the icon on the far left of each row of the responses report. The familiar Medallia diamond represents a survey response, while the website icon for a review site (such as the “TripAdvisor Owl”) indicates a social media review. Since different feedback types can have different point scales, the overall score (a variation of which is common to all feedback types) is presented as a scaled, color-coded bar graph. This also has the added benefit of making it clear at-a-glance which responses on the list have particularly high or low overall scores.


Medallia User Guide

Responses

Responses Filter From the Responses Filter view, access the individual survey responses (directed to Response Form view) for any respondent simply by clicking on the name of the respondent or any part of the line with the respondent’s name.


Responses Form - GSS The Form view shows an individual survey submission with each answer provided by the respondent to every question. Verbatim open-ended comments are included. Information at the top of the form displays information about the respondent. Please note that unanswered questions are not displayed.

Medallia User Guide

Responses

Customer Response Activity Log Responses Filter: Customer Response Activity tracks the activity status of an individual response. For example, if an alert is generated, the activity of that response changes to “1.” If a note is also added to that response, the activity increases to “2.” If a rapid response email is sent to the customer, a curled arrow is shown. Responses Form: Clicking on Show Activity link opens the Activity Log for an individual response. Authorized users can enter comments in Add Note about the action that has been taken to address an Alert. The action is logged with a date and time stamp for future reference. All users can view and add notes. Entering a note in “New” status will push an open alert into “In Progress” mode.


Medallia User Guide

Responses

CONFIDENTIAL Copyright Medallia, Inc. All Rights Reserved.

Responses Form - Social For individual social reviews, the feedback type of the response is clearly indicated on the upper right, and social media review ratings and comments are displayed in a manner similar to survey scores and free responses. For Social reviews, Tweets and Facebook posts, the responses form often links to the author’s user profile (unlike survey responses, reviews are often authored by users with pseudonym profiles.) as well as to the original post on the sourced website.


Medallia User Guide

Responses


Medallia User Guide

Responses

Social Source Monitor social media feedback for your property from sites such as TripAdvisor and Google+ Local directly in the application. For sites that allow it, you can leave management responses to these reviews. The application will then pull in and record these responses. •  Verify Social Source

On the Responses tab, under the Social Source tab you can monitor what review sites are being used to pull reviews into the application for your property. You can also see which review sites allow managers to respond on their websites (management responses).

•  Enable External Responses

–  For review sites such as TripAdvisor, Expedia.com and Hotels.com that accept management responses check the box in front of Enable External Response to ensure that you can respond to the guest review from the application.

–  Please Note: Sites that do not have a box in front of Enable External Responses, currently do not allow external responses through the Medallia application.


Medallia User Guide

Responses

Social Source Review Resources

•  Please review the Social Source to ensure that the review sites that are being used to pull reviews for your property are correct and up-to-date.

•  If you identify a problem with your reviews, you can report it by selecting Report a Problem next to the Source with the problem.

•  Select what type of problem within the drop down box.

Incorrect Review Site

•  If the application is pulling reviews from an incorrect link, then select Reviews on this site aren’t for my property. Select the button next to the link you’d like to remove, and then select “Report Problem.” By default, the “Delete the historical record of reviews from this page” box is checked to remove all reviews from that link. The reviews from this link (including scores and alert activity associated with the reviews) will then be removed from the application within 24 hours.


Medallia User Guide

Responses

Social Source Missing Review Site •  If a review site is missing from this

page, select “A review page from this site is missing” and input the link under “Web Address of missing page.” The reviews from this link will then start to pull into the application within 3-5 days.

Multiple Review Site Pages per Review Site •  In some cases, a review site can have

more than one review page devoted to a single property. The Medallia system adapts to this scenario by considering each page to be a review source and brings in reviews posted to any of these pages.

Missing Reviews •  If a review from a site is missing select

A review page from this site is missing and select the link where you have identified missing reviews.


Medallia User Guide

Responses

Social Source Set-up Facebook & Twitter for existing/current users – Account Authorization

1.  Navigate to Social Source in Responses Report

2.  Scroll to the very bottom of the page past all the Customer Review Sources (e.g. Agoda, Best China Hotel) to find Social Networking Sources

Facebook Set-up:

1.  Enter in property Facebook URL and

press “Submit” 2.  “Confirm” Page 3.  Press “Authorize Account” to enter

property facebook username/password

4.  Log-in Facebook page will appear. Enter in account information to authorize and press “Log In”

Only accounts with public Facebook pages can be linked/authorized to pull in reviews to guestVoice. To change the settings of your page, please go to: https://www.facebook.com/[your page identifier]/settings?tab=settings Before changing to a public setting of your facebook page, please thoroughly review: Managing a Facebook Page https://www.facebook.com/help/329858980428740/ To enable a public account that can be pulled into guestVoice, please change the settings to those listed below.


Medallia User Guide

Facebook Account

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Medallia User Guide

Responses

Social Source

Twitter Set-up: 1.  Enter in property Twitter username and

press “Submit” 2.  “Confirm” username 3.  Press “Authorize Account” to enter

property Twitter username/password 4.  Log-in Twitter page will appear. Enter

in account information to authorize and press “Authorize app”

Responding to Social Media Feedback Users can also use the “Respond” button to start authoring a public response to social media posts. Each individual property user must set-up property shared account in their user account. • Respond on three review sites: TripAdvisor, Hotels.com, and Ctrip Responding on TripAdvisor • In order to respond to TripAdvisor reviews, a property representative will need to create a TripAdvisor account and claim the property by following the steps outlined here:

–  http://www.tripadvisor.com/Owners-t2 • Upon clicking “Respond,” TripAdvisor’s “Owner Response” page should open in a new browser tab/window. (Users who are not logged in will have to enter their business email and password). Once the response on TripAdvisor is completed, the user can close this second tab/window and return to the first. A “Record External Response?” dialog will offer the option of logging the action in Medallia.


Medallia User Guide

Responses

Responding on Expedia and Hotels.com • In order to respond to reviews on Expedia and Hotels.com (both operated by Expedia, Inc.), property representatives will need to set-up a shared property account (individually for each user account) on Expedia Partner Central:

–  https://expediapartnercentral.com/ • Upon clicking “Respond,” Expedia Partner Central’s “User Reviews” page should open in a new browser tab/window. (Individual users who are not logged in will have to enter shared property username and password). Once the response is completed on Expedia Partner Central, the user can close this second tab/window and return to the first. A “Record External Response?” dialog will offer the option of logging the action in Medallia.


Medallia User Guide

Responses

1. Enter email address and password

2. Click on Property Information tab

Responding on Expedia and Hotels.com


Medallia User Guide

Responses

3. Click on Hotels.com tab or Expedia tab 4. Click Respond on desired review 5. Compose response and click Submit at bottom of form 6. Once responded, navigate back to guestVoice , click Yes, I’ve Responded on Record External Response Prompt

Responding on Expedia and Hotels.com


Medallia User Guide

Responses

7. Curled arrow appears in Response form and filter to indicate review has been responded to. Guest Activity window logs the date/time of action 8. Once response is published, Guest Response Activity window logs public response in Responses Form and Filter

Responding to Social Media Feedback Responding on Facebook •  Medallia integrates with Facebook in order to allow responses to be written from

inside the Medallia system. Clicking “Respond” for a Facebook post reveals a short reply form allowing a response post to be quickly written and posted to the Facebook page.

Responding on Twitter •  Responses to Twitter posts can also be written from inside the Medallia system.

Clicking “Respond” for a Tweet presents a short reply form allowing a response tweet to be posted to Twitter.


Medallia User Guide

Responses

Facebook & Twitter: Sentiment Tweets and Facebook posts aren’t accompanied by customer satisfaction scores, therefore the system assigns them an overall sentiment score that can be set to one of five possible levels: “Very Negative,” “Mildly Negative,” “Neutral,” “Mildly Positive,” and “Very Positive.” (Each of these levels are represented by a face icon ranging from frowns to smiles.) In cases where no sentiment can be determined, the system assigns it as “N/A.” Note that “Neutral” differs from “No Sentiment” because a post with neutral sentiment contains some positive and/or negative sentiment, but has a balanced sentiment overall. Permissioned users can change the sentiment score by clicking on the face icon and selecting a new value. (The user can also perform this change by clicking on the a face icon in the responses filter.) Note that a square face icon indicates a machine-set sentiment level while a circular face icon indicates a human-set sentiment level. For the purposes of reporting on aggregate figures, the five levels of Facebook and Twitter sentiment are given numerical values. The five levels, “strongly negative” to “strongly positive,” are assigned the numbers 1 through 5, respectively. (In other words, higher numbers correspond to higher sentiment.) Facebook posts and tweets assigned a sentiment value of “N/A” are not considered in reporting.


Medallia User Guide

Responses

Social Media: External Responses


Medallia User Guide

Responses

Site Response Wri-en In Account/Username Needed

Agoda -‐-‐-‐-‐ __

BestChinaHotel -‐-‐-‐-‐ __

Booking.com -‐-‐-‐-‐ __

Ctrip.com Ctrip.com Yes

Expedia Expedia Yes

Facebook Medallia Yes

Google+ Local -‐-‐-‐-‐ __

HolidayCheck HolidayCheck Yes

Hotel.de -‐-‐-‐-‐ __

Hotels.com Hotels.com Yes

HRS HRS Yes

LateRooms.com LateRooms.com Yes

OpenTable -‐-‐-‐-‐ __

Orbitz -‐-‐-‐-‐ __

Priceline -‐-‐-‐-‐ __

Travelocity Travelocity Yes

TwiLer Medallia Yes

TripAdvisor TripAdivsor Yes

WoNf.com WoNf.com Yes

Yahoo! Travel -‐-‐-‐-‐ __

Yelp Yelp Yes

An Alert is generated by the following criteria: GSS: Overall Satisfaction ≤ 6 Social Review Sites: Americas, Europe and MEA: TripAdvisor, Hotels.com, Expedia score ≤ 3 Asia Pacific: TripAdvisor (Daodao), Ctrip score ≤ 3

When a survey response or social review matches this criteria, that record will be marked as a ‘New’ Alert and an email will be sent to the individuals responsible for follow-up. The email notification will include a summary of the alert and a direct link to the survey record. View Alerts in summary form on the Dashboard to find a breakdown of alerts by type and status. Alerts can be viewed through the Response report. Utilize the alert filter to view specific responses that generated an alert and their status.


Medallia User Guide

Alerts

A ‘New’ alert will become ‘Overdue’ if there is no action (i.e. adding a note or ‘Closing’ the alert) in 48 hours. If a note is added, the Alert becomes ‘In Progress’ and will remain ‘In Progress’ until the alert is closed. Once the Guest Issue has been resolved, to close the alert, press Close Alert on the Response Form and add a note describing how the issue was resolved and press Done. The note will be added to the Activity log and can be Reopened if needed (will change to In Progress status).

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Medallia User Guide

Alerts


1. Send Email to Guest: If the customer provided their email, click Respond and select an email template to send to the guest. There are 4 types of email templates to choose from and will be available based on the following criteria:

§  Thank You: §  Overall Satisfaction = 9 or 10 AND Intent to Recommend = 10 AND

Survey Language = English §  Apology:

§  Overall Satisfaction ≤ 6 AND Survey Language = English §  Apology with Compensation

§  Overall Satisfaction ≤ 6 AND Survey Language = English §  Blank Email Template

§  All responses and reviews

Follow the recommended response guidelines found on the Resource tab. Once an email has been sent to the guest, only “Blank Email Template” will be available for future communication.

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Medallia User Guide

Alerts: Send Email to Guest


A prompt will appear to complete Email Settings for the first initial email to set user email signature. Each property can have multiple users and each individual property user will need to set their signature

Complete the Email Settings and click Save to set the signature which will populate the From details of the email. Review the Comments of the response and customize the email template in areas that are underlined. Before sending the email, click Check Spelling to find any misspellings.

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Medallia User Guide



If there is a misspelling, please press the misspelling in red and a drop-down of possible words will be shown - select the correct word and misspelled word will be replaced with selected word. To continue editing the email, press Resume Editing.

The email can be saved by pressing Save and go back and the Saved draft can be found by pressing Respond on the guests’ Response Form.

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Medallia User Guide



To delete the draft, press Discard and to send the email, press Check & Send. A prompt will appear to edit the email if there are any additional misspellings or if the email was not customized in the underlined areas. Once the email is sent, the email will appear in the Activity Log on the Response form.

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Medallia User Guide



The Satisfaction report displays data for scale-based questions (e.g. 1-5) in table and graph format. This report shows these questions and their corresponding scores based on the filters selected.

Satisfaction Quick Links This page is available to provide links to view GSS or Social data only in a tabular or graphical format

Satisfaction Table This report displays data for scale-based numerical questions (e.g. Social 1-5, GSS 1-10) in raw numerical format as a table. This report shows these questions and their corresponding scores based on the filters selected. As a chart displaying both survey data and social media data can be overwhelming, it’s recommended to use Quicklinks or Feedback Type drop-down be used to focus in on the data of interest.


Medallia User Guide

Satisfaction

Satisfaction Graph This report provides results in a series line graph illustrating satisfaction scores trending over time. Use the filters to drill down on various question groups to look into specific areas. Please note that the graph will default to the “Current Year (2014 YTD)” timeperiod.


Medallia User Guide

Satisfaction

Satisfaction Distribution The distribution of responses is presented numerically and graphically in the Satisfaction Distribution report. The graph is color coded to visually indicate the range of responses from green 9-10 (GSS)/5 (Social) scores to yellow 7-8 (GSS)/4 (Social) scores to red 1-6 (GSS)/1-3 (Social) scores. Click any number on the right hand side for further investigation. A click through on that number will direct the page to the Responses Filter report with the individual guest responses for that question and rating (see Responses).


Medallia User Guide

Satisfaction

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Medallia User Guide

Social Media

Review Sites •  Reviews from TripAdvisor, Hotels.com, Expedia, Google Places, Yelp, Priceline,

Yahoo! Travel, Orbitz, Priceline, Travelocity and more can be managed in Medallia alongside surveys. Like surveys, these reviews are targeted at specific hotel properties and contain customer data, satisfaction metrics, and a free text response.

•  In addition, users of the system can easily author a public response to reviews posted on sites allowing them (such as TripAdvisor, Hotels.com and Expedia). Because the system facilitates this by linking to the correct response page on sites such as TripAdvisor and Expedia Partner Central, users will need property owner/manager accounts on those social media sites in order to take advantage of this feature.

Social Networks •  Properties with their own Facebook pages and Twitter accounts can also use

Medallia to track posts directed at those pages/accounts. It is not advisable to create such pages/accounts solely for the purposes of feedback management, but properties that already maintain an effective presence on these sites can easily benefit from this feature.

•  The system assigns a sentiment score to incoming Facebook and Twitter posts, and sentiment scores range from “Very Positive” to “Very Negative.” Because modern sentiment analysis techniques are only roughly 80% accurate, the system allows permissioned users to correct erroneous sentiment scores manually.

Available Reports Utilize filter Feedback Type and view Social data with the following reports: •  Dashboards •  Responses: Filter, Form •  Satisfaction: Table, Graph, and Distribution •  Ranker •  Social Media •  Text Analytics: Topic Investigator , Sentiment Impact


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Medallia User Guide

Social Media

Overview When navigating to Social Media, similar to the Dashboard, a social media dashboard Social Media - Overview is available to view summary charts, tables, and graphs with social data only. Recent Social Reviews

This module provides a convenient visual representation of the most recent social media responses. Mouse over each response to see a preview, and click the response to be taken to the Responses Form view. Alert Tracking View the status of property social alerts and response rate within 48 hours in a summary table


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Medallia User Guide

Social Media

Overview Top 3 Social Media Opportunities (YTD)

Through text analytics, identify the top 3 areas to focus based on social media comments. Social Media Metrics •  View the average social review score year to date and its volume and average

score over time •  View the current TripAdvisor Overall rating and popularity ranking and its trend

over time.

Social Review Source (YTD) Provides a table of social review sites and the volume and overall score year to date for the property Number of Reviews by Source (Historical) Displays the number of reviews by review site – cumulative over lifetime of hotel since inception of social reviews or Aug 2011 Score Distribution by Source (Historical) Displays a distribution of scores per social media source – cumulative over lifetime of hotel since inception of social reviews or Aug 2011


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Medallia User Guide

Social Media

Rival Comparison The Rival Comparison report provides location-level users with a complete view of their competitive market, displaying how rival properties compete in terms of their scores across all major review sites. This report is split up into a handful of subreports that work together in concert to create a complete picture. Select a particular rival in the drop down Nearby Rivals to compare property to a rival property. Default view is an aggregate comparison against multiple properties listed in Nearby Rivals list.


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Medallia User Guide

Social Media

Rival Comparison Current Scoreboard: Displays the complete local rankings within the selected rival list.

Responses: Displays a visual summary of recent reviews of your property and your rivals, and you can mouse over each response icon to get more details. Trends: Shows you how your property is trending against the competition over time.


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Medallia User Guide

Social Media

Rival Comparison Ranking by Source: Provides your property’s ranking in terms of average score per review site. By clicking “Show Secondary Metrics,” you can also see your rankings for submetrics such as TripAdvisor Sleep Quality, Service and Value.


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Medallia User Guide

Social Media

Rival Responses The Rivals Responses report lets location-level users peruse all reviews recently written regarding their rivals. Use the filtering controls at the top of the report to only see reviews from a particular website, and use the “VS” controls to compare yourself against a particular rival or rival list.



Medallia User Guide

Social Media

Rival Lists

• The Social Media reports can provide properties with exceptional competitive insight, but only if properties are assigned a competitive set to benchmark against.

• The Social Media - Rival Lists page allows users of the system to manage the lists of rival properties associated with particular locations. A rival list can be considered a uniquely themed competitive set consisting of properties that can be tracked individually or in aggregate. For example, a location may want to create separate rival lists for “Properties on the water” and “Properties on my block.” (Note that the same rival property can appear in any number of lists.)

Default Rival List (“Nearby Rivals”) • During the setup phase of the Social Feedback solution, the guestVoice team specified a set of “Rival Brands,” that are considered to be competitors on a wide geographical scale. Each property is automatically provided a Default Rival List consisting of local properties of a rival brand. This list is often named “Nearby Rivals,” and is only modifiable by the guestVoice team so that scores can reliably aggregate these rival lists into wider brand-level comparisons.


Medallia User Guide

Social Media

Rival Lists

Creating a Custom Rival List •  Create a custom rival list by clicking “Create a New List” on the upper left and name

your list. Once a name has been provided for the list, users can easily add properties just by using the “Add” buttons on the list of potential rivals.

•  If you know the name of a particular rival property you’d like to add, you can use the search box at the top of the list to narrow down the results to only the properties with matching names.


Medallia User Guide

Social Media

Score by Site View social scores in a time series table and benchmark your property against other properties in your brand/continent.

TripAdvisor Property Satisfaction View TripAdvisor review volumes, overall rating, popularity rank, and rank percentile in a time series.

TripAdvisor Index - Property View TripAdvisor review volumes, overall rating, popularity rank, and rank percentile and benchmark your property against other properties in your brand/continent.

Ranker Report The Ranker tool ranks properties (benchmarked brand/continent) based on different metrics or attributes. Utilize the Questions drop-down menu to rank properties by scores for individual questions, attributes, or social ratings/metrics.


Medallia User Guide

Ranker

Problems - Summary A summary report of GSS problem incidence, severity, and resolution are displayed year to date to identify key problem areas. For further analysis, review Problem Count, Problem Percent, and Problem Details.


Medallia User Guide

Problems

Problems (#) Provides the count of problems by incidence, severity and type

Problems (%) Reports the problem incidence, severity, and type as a percentage


Medallia User Guide

Problems

Problems Detail View additional details of incidence by problem type and identify severity and resolution detail. Utilize Guest Segment filters for further analysis by customer segment (e.g. Platinum guests problems resolution)


Medallia User Guide

Text Analytics

Text Analytics –  Each topic contains a list of rules based on combinations of keywords

designed to pull in relevant customer comments –  Each individual comment can be categorized in up to as many as ten different

topics

Text Analytics Analysis –  Gain an understanding of which topics have the most impact on your overall

satisfaction via Text Analytics reports –  Identify emerging topics in your Text Analytics dashboard

Responses Filter •  Guest SubGroup/Guest Subgroup 2 Filters– Has Comments

–  Specify which question/comment field from your survey program you want your results filtered by in Responses Filter

•  Topic Filter and Topic Filter 2 –  Allows you to filter your results by a parent or child topic –  If using both category filters, allows you to filter your results by two child

topics, two parent topics, or one parent or one child topic

Text Analytics – Sentiment Impact •  Topic Group Filter

–  Specify which parent topic you want to view in Text Analytics – Sentiment Impact

•  Topic Rank Filter –  Level 1: Organizes your results at the level of the parent topic –  Level 2: Organizes your results at the level of the child topic


Medallia User Guide

Text Analytics: Filters


Medallia User Guide

Text Analytics: Impact Score

Impact Score: Overall Satisfaction •  Statistical indicator calculated for

every topic •  Compares the overall OSAT for a topic

to the overall OSAT of the rest of the survey population

•  Positive Impact scores for a topic indicate that people talking about that topic are generally more satisfied than the average survey population

•  The lower the Impact score, the greater the negative impact of that topic on overall satisfaction scores

•  By focusing on topics with the most negative Impact scores, you’ll improve your customer experience

Color coding •  Impact Scores at or below 0 are

reported in red

•  Impact Scores greater than 0 and less than or equal to 2 are reported in yellow

•  Impact Scores above 2 are reported in green

•  In Topic Investigator, Impact Scores are reported in red if they are at or below 0, green if above 0, and gray if the sample size is below 100 comments

Impact Calculation

•  If the overall OSAT of the 10 surveys which reference the topic “long wait” is 30, the overall OSAT of the 90 surveys that do not reference this topic is 70, and the overall OSAT for the entire sample is 66

•  If we exclude the 10 surveys which talk about “long wait”, then the score would be 70, giving you a difference of -4

•  By fixing “long wait”, your overall OSAT increases from 66 to 70

Total: 100 surveys

Overall OSAT for all 100 surveys is 66

Overall OSAT is

30

These 10 surveys

reference the topic “Long

Wait”

For the 90 surveys that do

not reference the topic “Long Wait”, the overall OSAT

is 70


Medallia User Guide

Text Analytics

Topic Investigator •  Topic Investigator is where

you can go for an in-depth look at any single topic within your Text Analytics system

•  In Topic Investigator, you will see:

–  Customer segments rating a topic with high/low scores

–  Organizational units rating a topic with high/low scores

–  Filters to allow you to specify what kinds of results you wish to see

–  Topic Name and Impact Score

–  Time-series graph showing the scores and the frequency of a topic

–  100 of the most recent comments tagged under a particular topic


Medallia User Guide

Text Analytics

Topic Investigator

Topic Overview •  An Impact Score boxed in red indicates that the selected topic (with its

selected filters, if any) have a negative impact on your company’s OSAT. An Impact Score boxed in green (seen above) indicates a positive impact.

Subtopics Table

•  If a parent topic is selected from the Category Filter dropdown, then the Subtopics section below the Details graph will display the relevant child topics and what percentage of the group is tagged under a particular child topic.

•  Clicking on the magnifying glass next to a topic will load that topic in Topic Investigator.

•  Note: If a child topic is selected, then the Subtopics section will not populate.


Medallia User Guide

Text Analytics

Topic Investigator

Score & Volume Chart •  Time-series graph showing the scores and the frequency of a topic

Sentiment Distribution Chart

•  Distribution graph to show the distribution of positive, negative, mixed, etc. sentiment over time


Medallia User Guide

Text Analytics

Sentiment Impact Sentiment Impact Bubbles

•  Get to the root cause through sentiment analysis at the sentence level •  Drill into positive and negative verbatim comments for each topic set. Every

topic is separated into positive and negative. Red bubbles are negative customer service comments, green bubbles are positive customer service comments. Size of bubble represents volume.


Medallia User Guide

Text Analytics

Sentiment Impact

Topics Table •  Allows you to sort topics based on frequency or impact •  Ability to sort at the level of parent topics or at the level of child topics via

Topic Rank filter •  The Volume columns display the total number of surveys for a row item for the

selected time period plus any other filters you have selected. •  Click Expand All to see how the child topics are performing •  Clicking a topic on this report will load that topic in Responses •  Clicking a magnifying glass next to a topic with load that topic in Topic

Investigator

•  Learn which topics have the greatest impact on your overall OSAT

•  Which topics are areas of strength? Which topics are areas for growth?

•  Ranking topics by Impact Score allows you to easily see which topics to investigate further.

•  Prioritize topics based on Impact Scores and delve deeper

•  Once you have identified a low or high performing topic, delve deeper into those topics by reading comments to see why those topics are performing the way they are. See if there are problematic time periods for those topics in Impact Trend.

•  By delving deeper into those topics with the lowest Impact Scores, you can identify issues that lead to lower Overall Satisfaction and take corrective action.

The Profiler report provides information to analyze the demographic composition and segmentation of the customer base. This report leverages non-scale-based questions (e.g. Rewards Level, Age Groupings, Trip Purpose, etc. ).


Profiler Table This report provides segmentation data on the respondents in a tabular format.

Profiler Graph Similar to the Satisfaction Graph, this report provides a graphical view of the data. Set the Guest Attribute filter to view the data by a variety of segments.

Medallia User Guide

Profiler

Resources Report To access training material, program information, social review response guidelines, sample survey links, and contact information, please go to the Resources report.


Medallia User Guide

Resources

Sampling Disposition Report The Sampling Disposition tab provides detailed information of the sampling of guest records from each sample source (MARSHA, BTR, or manual) feed each day. Dates are listed based on guest departure date. Utilize custom time periods to view more granular data. •  Imported from Marriott

–  Total guest stay records in feed file for selected property/properties

•  Stage 1 Processing –  Number of records not in sample pool due to exclusion rules

•  Stage 2 Processing –  Number of records not in sample pool due to duplicate records and

quarantine


Medallia User Guide

Sampling Disposition

Custom Query Custom queries is available on most survey questions, organizational information, and some system fields in the Medallia database that are not readily available in the dropdowns. This is a basic introduction on how to write custom query expressions. You can use a custom query in any place in the Reporting Application that has a Custom Query option in the filter box. Custom Query Examples

Example 1: Filtering by AM Title. Goal: To generate a report of all surveys with a rating of 5 for Courtyard Breakfast Speed and Efficiency Met My Needs. Step 1: Go to the Custom Query box Step 2: Start typing the field you’d like to query. Once you’ve typed in a few letters, a dropdown menu will populate with various options for fields. In this case type ‘CY’, and this should show an option for the two brand specific questions for courtyard. Select CY: Breakfast Speed option and press the spacebar. This automatically enters the variable into the query box.


Medallia User Guide

Appendix


Medallia User Guide

Custom Query Step 3: Press <space bar>; this will automatically generate a list of operators. Select the desired operator (in this case, “=”). Step 4: Press <space bar> again; this will generate a list of possible values for the field you previously selected. Step 5. Select desired value. If you select “5” as the value, the “Custom Query” box should now contain text that reads: marriott_gss_brand_cy_breakfast_10na = 5 Step 6. Make sure that other dropdown filters are set as you want them to be, and then hit Run. A report for all guest responses that gave a rating of “5” for Courtyard Breakfast Speed and Efficiency Met My Needs should be displayed.

Appendix


Medallia User Guide

Custom Query

Example 2: Combining several criteria in a query Suppose you were interested in generating a report for all guest responses that gave a rating of “5” for Courtyard Breakfast Speed and Efficiency Met My Needs AND gave an Overall Satisfaction of 9 or 10. 1: Start by following steps from Example 1 – the result should be marriott_gss_brand_cy_breakfast_10na = 5 in the Custom Query box . Press the <space bar> after the “5” and a list of operators should appear. Select “and” and press the <space bar>. 2: Hit space bar; you should see a list of operators. Select “and” type in “sat” and Overall Satisfaction should appear. 3: Select Overall Satisfaction and hit the <spacebar> and choose the “in” operator 4: Hit space, and choose the “in” operator. 5: hit space, and type in {9, 10 }. The query should look like this: marriott_gss_brand_cy_breakfast_10na = 5 and marriott_gss_overall_osat_10 in {9,10} 6. Hit “Run” and all responses with guest responses that gave a rating of “5” for Courtyard Breakfast Speed and Efficiency Met My Needs AND gave an Overall Satisfaction of 9 or 10 should be displayed.

Appendix


Medallia User Guide

Custom Query

Operators and Operands These are common, valid operators that can be used both with the alternatives that are assigned values – for the rating scales – and those that are not. Note that text operands need to be enclosed in single quotes (example: ‘string’). Operators include:

Name Func9on Syntax

= The field has a specific value. Field = 0 (value)

≠ Not equal. The field does not have a value.

Field = ‘string’ (alternaNve) Field ≠10 (value) Field ≠’string’ (alternaNve) Note: != can be used in place of ≠

In The field has either of a set of values.

Field in (value1,value2,value3)

Present The field has a value. Field present

Missing The field has no value (null). Field missing

Appendix

Appendix – GSS Custom Query

Below is an index of the survey response fields you can use to make Custom Queries.


Label Name DescripNon e_email Email Guest email

e_marrioL_add1_txt Address Line 1 Guest address

e_marrioL_add2_txt Address Line 2 Guest address

e_marrioL_booking_office_txt Booking Office Code Booking office code

e_marrioL_checkin_agent_txt Check-‐In Agent Check-‐In Agent

e_marrioL_city_txt City Guest city

e_marrioL_city_state_zip_txt City / State / Zip Code Guest city, state, and zip code

e_marrioL_company_txt Company Name Company Name

e_marrioL_country_txt Country Guest country

e_marrioL_rundate_date Date File Created Date file was created in Medallia system

e_marrioL_departure_date Departure Date Guest departure date

e_marrioL_guest_fn_txt Guest First Name Guest First Name

e_marrioL_guest_ln_txt Guest Last Name Guest Last Name

e_marrioL_travel_agent_txt IATA Number Travel agent code

e_marrioL_marsha_confo_num_txt MARSHA ConfirmaNon Number MARSHA ConfirmaNon Number

e_marrioL_reserv_source_alt ReservaNon Source ReservaNon Source

e_marrioL_rewards_account_txt Rewards Account Number Rewards Account Number

e_marrioL_rewards_alt Rewards Member Level Rewards Member Level

k_marrioL_gss_btr_room_number_txt Room Number Room Number

e_marrioL_room_type_txt Room Types Room Types

e_marrioL_state_txt State Guest State

e_marrioL_zip_txt Zip Code Guest Zip code

q_marrioL_gss_problem_other_txt Other – Text Guest selected “Other” in survey when a problem was experienced, field contains guest’s descripNon of problem

q_marrioL_gss_ameniNes_other_txt Other Amenity DescripNon Guest selected “Other” in survey for ameniNes used, field contains guest’s descripNon of ameniNes used

Appendix – GSS Custom Query


Label Name DescripNon q_marrioL_gss_overall_cmt Overall Review Comment Guest comment, “Learning about your

experience is important to us; please tell us all about this stay.”

q_marrioL_gss_hotel_maintenance_cmt Maintenance/Upkeep Comment Guest comment, “You rated a ”(maintenance score)" on maintenance and upkeep, what can we do to improve? Please be as specific as possible.”

q_marrioL_gss_room_cmt Room Comment Guest comment, “We would like to learn what influenced your raNng of the guest room/suite. Please describe why you rated the guest room/suite the way you did and be as specific as possible.”

e_marrioL_market_seg_name_alt Market Segment Market Segment

e_marrioL_arrival_date Arrival Date Guest Arrival Date

e_marrioL_guest_key_txt Guest Key Guest Key

e_marrioL_original_addr_txt Original Address Guest Original Address

e_marrioL_stay_key_txt Stay Key Stay Key

q_marrioL_gss_staff_cmt Staff Comment Guest comment, “What can we do to improve? Please be as specific as possible.”

a_unit_idenNfier MARSHA Code Hotel idenNficaNon code

e_marrioL_marsha_code_txt MARSHA Code Hotel idenNficaNon code

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